500 Words | Written by Lee Schneider
There are no more generalists. Ok, a bold statement, not entirely true. There’s still a Sears. There’s still a Macy’s. There’s still a guy with that truck that says Handyman on the side who drives around the neighborhood.
But in the online world, rapidly becoming the only world that matters to many of us, specialists rule the day. If you are a photographer, you have focused on a certain population, like newlyweds, or snowboarders. If you need to do Google Adwords, you call an Adwords guy. If you want to send a personalized magazine-like email like I’m doing a lot of lately, you call the email marketing guy. Coders specialize in WordPress or Ruby on Rails. Companies dedicate themselves solely to task-management applications.
There’s a reason for this. It starts out being technical, because when you’re creating something specialized, like an app that does your books, you need to know a lot about the needs of the people who would use such an app. But the reasons for this specialization soon …